The offer
Consulting
International institutions come for a China market that has stopped behaving like one number. The work is intelligence, a local brand, and campaigns with a result a board can read.
The practice
Yu Ma
A strategist who also makes the thing.
The day job is how an institution is understood by people who do not already know it. The rest of this site is the same question in other rooms: a consulting practice, a profile you can send, a book for the Arctic, and the earlier projects that taught the method.
Now · Digital Marketing Manager, The Tianjin Juilliard School
The record
Profile
Digital marketing at The Tianjin Juilliard School, across China, the United States and South Korea. Also instructor, workshop mentor, and Title IX deputy coordinator.
The profileThe book
Arctic Utopia
A novella for publishers: literary horror and climate fiction, set on a coal island between Greenland and Svalbard. Seeking a partner, and support for audio and screen.
The projectWhat the consulting actually holds
Evidence before a campaign.
265,919Chinese students in the United States, 2024/25, down 4% year on year. Destination is no longer a habit.
31.8%China’s share of international higher education in Australia. Large, and no longer uniform.
Three offersMarket intelligence. China brand and content. Campaigns and measurement. A first review can start small.
Feature · a book
Arctic Utopia
A utopia with a body count. Between Greenland and Svalbard, Emma, a Danish zoologist, is taken in by six people on a nameless coal island. She has three days before the polar night. The thaw is not a theme. It is the thing coming to collect the debt.
The longer line
Story is the method, not a sidebar.
Quellimax
Short films, including Double Bind, Withered Daisy and Desire & Delusion. Twelve million views between them.
学术英语
A teaching brand built beside an IELTS classroom at New Oriental, later carried on Tencent Education.
北欧电影 NordiCinema
From Copenhagen: Nordic film culture carried toward Chinese audiences, while the plots kept being written.
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